Nike is top brand for young Britons, but luxury is strong

Nike remains the most loved brand for young consumers in the UK, beating Gucci and Supreme, a new survey shows. A nationwide study of 16-to-25 year old Britons on behalf of buy now, pay later (BNPL) specialist Laybuy saw Nike scoring 64%.

The company said the brand’s continued success with young UK fashion fans is linked to “its masterful branding and association with some of the biggest cultural names of the moment, and its dominance looks set to continue, according to the data”.

While Gucci in second place achieved only half of the votes of Nike at 32%, given its luxury pricing that’s out of the reach of many in the 16-25 age group, that’s a strong showing.

And the same can be said for third-placed Supreme, which scored 23%. Another luxury name, Balenciaga, also scored 23%, while in fifth place, Armani was on 20%.

The study also found that 67% of the 1,500 16-to-25 year olds polled said Instagram is the most influential source of fashion inspiration for them, while 34% search Tik Tok for style ideas and 33% look to reality stars, social media influencers and celebrities for style inspiration.

Some 35% of respondents admitted to buying the exact same items worn by their fashion heroes. And 61% said these influencers have a big impact on wider lifestyle and style choices such as adopting veganism, getting a tattoo and having a completely new hairstyle.

The top 10 female style icons for young Britons are (in priority order) Zendaya, Billie Eilish, Kylie Jenner, Rihanna, Kim Kardashian, Molly-Mae Hague, Dua Lipa, Gigi Hadid, Taylor Swift and Hailey Bieber.

Male icons include KSI, Stormzy, Kanye West, David Beckham, Aitch, Skepta, Harry Styles, Khalid, Lil Pump and Yungblud.

Nike is top brand for young Britons, but luxury is strong - survey

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